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                                    CHAPTER 14 / TRANSFORMATION THROUGH OPTIMIZATION268Testing, Testing, 1, 2, 3: The Number-One Way to Prevent Wasted Marketing Dollarsby Kim Walsh-Phillips,%u0003KDYH%u0003QR%u0003GHVLUH%u0003WR%u0003WKURZ%u0003DZD\\%u0003D%u0003VLQJOH%u0003GROODU%u0003RI%u0003P\\%u0003KDUG%u0010HDUQHG%u0003PRQH\\%u0011%u0003$QG%u0003,%u0003DP%u0003VXUH%u0003WKH%u0003VDPH%u0003LV%u0003WUXH%u0003IRU%u0003\\RX%u0011$ORQJ%u0003WKH%u0003VDPH%u0003WRSLF%u0003RI%u0003FRQYHUVDWLRQ%u0003,%u0003KDG%u0003ZLWK%u00037LP%u0003LQ%u0003WKH%u0003ODVW%u0003VHFWLRQ%u000f%u0003DQRWKHU%u0003 UHDVRQ%u0003 ZK\\%u0003 VRFLDO%u0003 PHGLD%u0003 VKRXOG%u0003 EH%u0003 D%u0003 WRRO%u0003 LQ%u0003 DQ\\%u0003 VRSKLVWLFDWHG%u0003PDUNHWHU%u07e4V%u0003 DUVHQDO%u0003LV%u0003WKH%u0003 DELOLW\\%u0003WR%u0003WHVW%u0003WKHRULHV%u0003 DQG%u0003 RSWLPL]H%u0003 DFFRUGLQJO\\%u0003LQ%u0003D%u0003PRPHQW%u07e4V%u0003QRWLFH%u0011%u00038QOLNH%u0003GLUHFW%u0003PDLO%u000f%u0003SULQW%u0003DGYHUWLVLQJ%u000f%u0003RU%u0003RWKHU%u0003PHGLD%u0003FKDQQHOV%u000f%u0003WKHUH%u0003LV%u0003QR%u0003QHHG%u0003WR%u0003LQYHVW%u0003VLJQL%u08c5FDQW%u0003GROODUV%u0003RU%u0003ZDLW%u0003%u0016%u0013%u000f%u0003%u0019%u0013%u000f%u0003RU%u0003ffi%u0013%u0003GD\\V%u0003WR%u0003VHH%u0003LI%u0003YHUVLRQ%u0003$%u000f%u0003%%u000f%u0003RU%u0003&%u0003RI%u0003\\RXU%u0003DG%u0003ZRUNV%u0011%u00037UDFNHG%u0003FRUUHFWO\\%u000f%u0003LQ%u0003D%u0003GD\\%u0003RU%u0003WZR%u0003\\RX%u0003ZLOO%u0003NQRZ%u0003H[DFWO\\%u0003ZKDW%u0003WKH%u0003UHVXOWV%u0003DUH%u0003RI%u0003\\RXU%u0003GLIIHUHQW%u0003DGV%u0003DQG%u0003FDQ%u0003VFDOH%u0003XS%u0003RU%u0003GRZQ%u0003DFFRUGLQJO\\%u0011,%u0003 DWWHQGHG%u0003 D%u0003 FRQIHUHQFH%u0003 D%u0003 IHZ%u0003 \\HDUV%u0003 DJR%u0003 DQG%u0003 VDW%u0003LQ%u0003 FRPSOHWH%u0003 GLVEHOLHI%u0011%u0003'XULQJ%u0003 DQ%u0003 DZDUGV%u0003 SURJUDP%u000f%u0003 QR%u0003 RQH%u0003 ZDV%u0003 WROG%u0003 ZK\\%u0003 WKH%u0003 ZLQQHUV%u0003 KDG%u0003 EHHQ%u0003VHOHFWHG%u0003RU%u0003KRZ%u0003LW%u0003KDG%u0003DQ\\WKLQJ%u0003WR%u0003GR%u0003ZLWK%u0003WKH%u0003GROODUV%u0010DQG%u0010VHQVH%u0003UHVXOWV%u0003RI%u0003the ad creation that caused them to win.1RWKLQJ%u0011$QG%u0003WKLV%u0003ZDV%u0003D%u0003PDMRU%u0003
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